The Interactive Advertising Bureau (IAB), the leading trade body for digital advertising, has announced the appointment of Caroline Giegerich as Vice President of AI. Giegerich will oversee the integration of artificial intelligence across the digital advertising ecosystem, developing tools, resources, and best practices to empower marketers, agencies, publishers, platforms, and ad tech companies.
Responsibilities and Vision:
- Strategic Leadership:
- Giegerich will lead IAB’s AI strategy, developing practical solutions and guidelines to support AI adoption across the advertising industry.
- Reporting Structure:
- Giegerich will report to Cintia Gabilan, SVP of Centers of Excellence and Industry Initiatives.
Giegerich’s Background and Expertise:
- 20+ Years of Experience:
- Giegerich has extensive experience in marketing, innovation, and emerging technologies, with a background in global marketing and AI-driven campaigns.
- Previous Roles:
- VP of Global Marketing & Innovation at Warner Music Group.
- Roles at MediaLink, HBO, Showtime Networks, and Smashbox Cosmetics.
- AI Leadership:
- Led generative AI campaigns for artists and upskilled marketers in AI strategy through platforms like YouTube and Netflix.
AI Roadmap for 2025:
- IAB AI Ecosystem Map:
- An interactive resource that categorizes AI use cases across the advertising supply chain.
- GenAI Personalization Playbook:
- A guide to help brands scale AI-powered creative personalization, focusing on workflow and creative infrastructure.
- AI-Centric Content Integrity & Trust:
- A cross-industry initiative to ensure AI-generated advertising content remains accurate, safe, and transparent.
Industry Collaboration and Partnership with Alvarez & Marsal (A&M):
- A&M’s Role:
- A&M will provide advisory expertise on AI’s impact on media buying, industry standards, and business transformation.
- Impact on the Industry:
- The partnership aims to help digital advertisers unlock AI’s potential in a practical, ethical, and inclusive way.
Caroline Giegerich’s appointment as VP of AI signals IAB’s commitment to leading the digital advertising industry’s AI transformation. With an emphasis on ethical AI integration, IAB is positioning itself as a key driver of industry change.
